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This is the first reference volume devoted solely to the subject as it applies to the publishing industry.read more

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$82.38

$90.95

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An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.…read more

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Stewart Ross's book, which represents the distillation of thirty years of professional experience in industrial advertising and promotion, is the only comprehensive and up-to-date working guide available for advertising, sales, and marketing managers of companies that manufacture products sold to…read more

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" Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value and how to guard that value with your life.…read more

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This book reflects upon and critiques the potential of citizen-consumer's to alter their natural consuming habits and to "shop ethically, 'care for the environment' and 'think glocally'" so as to reduce environmental harm. The author argues that our present conceptual understanding of what…read more

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Effective marketing techniques lie within the reach of both large and small companies with limited marketing budgets. Low-Cost Marketing Strategies is a comprehensive guide to developing workable and affordable marketing strategies for such firms. After discussing modifications in the marketing…read more

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Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to evaluate the quality of secondary data,…read more

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Headed by Bernstein, the quantitative equity and equity derivatives strategies group at Merrill Lynch is noted for their proprietary research on market segmentation and style investing. In this book, he highlights the macroeconomic, microeconomic and expectational factors that can affect equity…read more

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The Leaders Praise The Marketer's Guide to Successful Package Design "One of the first keys to unlocking the 'black box' of successful packaging development, this book will provide the reader with fundamental principles to achieve a compelling competitive advantage through packaging. -- Terry…read more

Hardcover

$83.70

$94.95

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The American Marketing Association defines marketing as an exchange process. Exchange, however, has yet to be integrated into marketing thought. The authors map marketing, showing the role exchange plays in the discipline. This mapping results in not only a taxonomy of exchange, but a broader…read more

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"Small Store Survival should challenge retailers' views of small store retailing by questioning key areas of business. What is the vision for the store in 10 years? How have the customers changed over the past few years? How current are the managers about what customers genuinely like and…read more

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